Klein O'Rorke - Consumer Marketing, Bluewater

Consumer Marketing: Bluewater Christmas 2008

Brief

In preparation for its ten-year anniversary, Lend Lease appointed Klein O’Rorke to devise and implement a new integrated communication campaign.

The objectives were to increase footfall and attract more ABC1s and families during the key Christmas trading period.

Response

We recommendated a return to television advertising after a five-year absence. Developing, a brand-led television, radio and print campaign
to remind existing and lapsed users
of Bluewater’s unique offer and experience, and target new users
with an emotive and highly motivating proposition.

The campaign message was applied across Bluewater’s in-mall collateral and signage. PR was integrated into the mix to deliver sustained rational messaging throughout the Christmas period.

Results

Footfall target of 4.8 million was exceeded by 1.2 million.
The number of high-spending ABC1s visiting rose to 67%, exceeding expectations by 2%.
The number of families visiting increased to 31% of all guests, versus a target of 25%.
Visitor numbers up 10% over
the Christmas period vs 2007.
December 22 was Bluewater’s busiest day in five years.
£5.3 million of editorial value
was generated by the PR.